1.PHIL NOTTINGHAMSEO Consultant, Distilledphil.nottingham@distilled.net@philnottingham

2. A Real Case Study196 PagesDomain Authority 31Average visits Per Month - 2700http://www.kurtzandblum.comPHIL NOTTINGHAM | @philnottingham 3. Cost: $4000 ($75 per video)PHIL NOTTINGHAM |@philnottingham 4. July 2012Created and hosted 53 videoson his sitePHIL NOTTINGHAM | @philnottingham 5. August 201251/53 ranking with richsnippetsPHIL NOTTINGHAM | @philnottingham 6. September 2012Organic traffic up by 14%PHIL NOTTINGHAM | @philnottingham 7. Moves fromto 7th 4for head thterm (with no other link building work)PHL NOTTINGHAM | @philnottingham 8. Increase in both telephonetraffic and sales.PHIL NOTTINGHAM | @philnottingham 9. The Building Blocks ofGreat VideoPHIL NOTTINGHAM 10. Phils First Day at Distilled 11. Phils second week at Distilled 12. Distilled CircaOctober 2012 13. Where does video fit in the worldof SEO 14. Two main problems 15. Problem 1: 16. Video = Great ContentRight?PHIL NOTTINGHAM | @philnottingham 17. So... Form Video = Great ContentRight?PHIL NOTTINGHAM | @philnottingham 18. Common Practice (This Sucks) We need to do Video What can we do a video about?Make video 19. Good PracticeWe need more content to improve X Whats the best format for that?Make Video 20. Would this content losesomething if it were just textand image?PHIL NOTTINGHAM | @philnottingham 21. Problem 2: 22. How most Marketers see Video 23. Video is about much more than viralPHIL NOTTINGHAM | @philnottingham 24. Drive more traffic from searchClickThroughRate ++http://www.distilled.net/blog/video/getting-video-results-in-google/PHIL NOTTINGHAM | @philnottingham 25. Embed the video on the page you want to rankPHIL NOTTINGHAM | @philnottingham 26. Host on your own server or withone of these providershttp://www.seomoz.org/blog/hosting-and-embedding-for-video-seoPHIL NOTTINGHAM | @philnottingham 27. High quality video withoutdraining your bandwidth SettingValue Codech.264 Frame Size 1280x 720 Pixel Aspect Square Bit Rate 2014kbps AudioACC/MP3 at 320kbpsPHIL NOTTINGHAM | @philnottingham 28. HTML5 player with Flash Fallbackhttp://www.longtailvideo.com/players/PHIL NOTTINGHAM | @philnottingham 29. Dont use the iframe optionhttp://www.seomoz.org/blog/hosting-and-embedding-for-video-seoPHIL NOTTINGHAM | @philnottingham 30. Video XML Sitemaps Provide Google withvideo metadata Define the video imagethumbnail Link to on-site profileshttp://support.google.com/webmasters/bin/answer.py?hl=en&answer=80472PHIL NOTTINGHAM | @philnottingham 31. http://dis.tl/video-sitemap-generatorPHIL NOTTINGHAM @philnottingham 32. Can also get videos indexed withSchemahttp://schema.org/VideoObjectPHIL NOTTINGHAM @philnottingham 33. A user who watches anAppliances Online videoPHIL NOTTINGHAM | @philnottingham 34. Twice as likely to convertPHIL NOTTINGHAM | @philnottingham 35. Spends 9.1% more moneyPHIL NOTTINGHAM | @philnottingham 36. 339369PHIL NOTTINGHAM | @philnottingham 37. Bridge the gap between InitialInterest and conversion.PHIL NOTTINGHAM | @philnottingham 38. Empathy, Hard facts.PHIL NOTTINGHAM | @philnottingham 39. That video looks expensivePHIL NOTTINGHAM | @philnottingham 40. Include transcriptions on the page 41. Provide unique and relevanttext for product pages.PHIL NOTTINGHAM | @philnottingham 42. Dont put conversionvideo on YouTubeCannibalises rankings for your own site.Hard to convert from YouTubeCan devalue Your YouTube channelPHIL NOTTINGHAM | @philnottingham 43. Appliances Onlinewhats going on?PHIL NOTTINGHAM | @philnottingham 44. So.YouTube Sucks for SEO?!PHIL NOTTINGHAM | @philnottingham 45. What? 46. YouTube is the worlds second biggestSearch EnginePHIL NOTTINGHAM | @philnottingham 47. If you dont have a presencethere, do you really have anSEO strategy?PHIL NOTTINGHAM | @philnottingham 48. YouTube is like Inbound TVPHIL NOTTINGHAM | @philnottingham 49. A Creative Story Attached to your brandPHIL NOTTINGHAM | @philnottingham 50. Tutorials also work wellhttp://www.youtube.com/watch?v=MbXzI-IAdScPHIL NOTTINGHAM | @philnottingham 51. YouTube Keyword Toolhttps://ads.youtube.com/keyword_toolPHIL NOTTINGHAM | @philnottingham 52. YouTube Optimisation 101 Include keywords in the file name Include a Closed Caption (transcript) file *cough* keyword stuffed *cough* Optimise Title, Description and Tags as per traditional SEO Include naked URL link in meta description Get links, views and shareshttp://www.distilled.net/blog/social-media/youtube/youtube-seo/PHIL NOTTINGHAM | @philnottingham 53. Measure user engagement,not viewshttps://www.youtube.com/analyticsPHIL NOTTINGHAM | @philnottingham 54. Failure looks likeTL:DWPHIL NOTTINGHAM | @philnottingham 55. Lower bounce rate: Keep stings/indents short Focus on quality of audio Get straight to the meat andpotatoesPHIL NOTTINGHAM | @philnottingham 56. Quick route to social proof33,000 viewsFor 2150(Avg. CPV = 7p)PHIL NOTTINGHAM | @philnottingham 57. Also put it everywherePHIL NOTTINGHAM | @philnottingham 58. Encode Settings for YouTubeSetting ValueCodec h.264Frame Size1920x1080Bit RateUnrestrictedAudio ACC/MP3 at 256kbpsPHIL NOTTINGHAM | @philnottingham 59. How and when do peoplelink to Video?Embed ContentLink to Pages Only when its directly valuable When its a good resourceto their audience When its entertaining When its informational.PHIL NOTTINGHAM | @philnottingham 60. Video as part of a page type114 linkingroot domainshttp://www.simplybusiness.co.uk/microsites/wordpress-for-small-businesses/PHIL NOTTINGHAM | @philnottingham 61. New Integrations ofHTML5 and JQueryhttp://www.ted.com/talks/ryan_merkley_online_video_annotated_remixed_and_popped.htmlPHIL NOTTINGHAM | @philnottingham 62. Make sure links only go toyour site, not hosting platform Video on owners domain: 9494 links from 248 Domains Video on Vimeo.com: 4,879 links from 515 domainshttp://www.abc.net.au/tv/hungrybeast/stories/stuxnet-anatomy-computer-virus/PHIL NOTTINGHAM | @philnottingham 63. Restrict visibility on hosting domain PHIL NOTTINGHAM | @philnottingham 64. Add custom embed code on page.http://dis.tl/video-embed-generatorPHIL NOTTINGHAM | @philnottingham 65. Exception to the rule Custom YouTube Playlistshttp://www.distilled.net/training/facebook/PHIL NOTTINGHAM | @philnottingham 66. http://dis.tl/youtube-playlists-toolPHIL NOTTINGHAM | @philnottingham 67. FAQ 68. I self-hosted and submitted avideo sitemap but my videosarent indexed yet. Whatshould I do?PHIL NOTTINGHAM | @philnottingham 69. Phil, I think Ive made a mistake.Ive done loads of videos on YouTube & peoplehave embedded them, but I have no links asthey all link back to YouTube.PHIL NOTTINGHAM | @philnottingham 70. Pro Tip Outreach to everyonewho embedded your YouTubeVersion and ask them for a linkPHIL NOTTINGHAM | @philnottingham 71. I want rich snippets, links andmy video on YouTube. Can I doall the approaches?PHIL NOTTINGHAM | @philnottingham 72. YesBut you need contentsuitable for that AND youlldilute all of the return.PHIL NOTTINGHAM | @philnottingham 73. Inappropriate content/Outranked by YouTubefor some keywords Some LinksInappropriate Point tocontent YouTube 74. If you want traffic &conversions to your site,Host the content securelyPHIL NOTTINGHAM | @philnottingham 75. If you want a video to beseen, Put it on YouTube (andVimeo etc).PHIL NOTTINGHAM | @philnottingham 76. If you want everything, createmore contentPHIL NOTTINGHAM | @philnottingham 77. No 78. Yes 79. Resources 80. Sourcing Performershttp://www.cssd.ac.ukhttp://www.spotlight.com/http://drama.ac.ukhttp://www.castingcallpro.co.ukhttp://filmjobspro.co.ukhttp://voicebunny.comPHIL NOTTINGHAM | @philnottingham 81. Sourcing Production Talenthttp://www.mandy.comhttp://www.shootingpeople.orghttp://searchlight.comhttp://skillset.orghttp://productionbase.co.ukhttp://filmandtvpro.co.ukhttp://www.fivver.comhttp://www.mandy.comhttp://filmjobspro.co.ukPHIL NOTTINGHAM | @philnottingham 82. Places to learn video productionhttp://www.creativecow.nethttp://philipbloom.net/http://www.lynda.comhttp://ae.tutsplus.comhttp://www.videocopilot.nethttp://www.izzyvideo.comhttp://finalcutking.comPHIL NOTTINGHAM | @philnottingham 83. More information on building a videostrategyhttp://www.distilled.net/training/video-marketing-guide/PHIL NOTTINGHAM | @philnottingham 84. Or just buy me a drink Questions?! PHIL NOTTINGHAMSEO Consultant, DistilledPhil.nottingham@distilled.net@philnottingham